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1 International Institute of Marketing Professionals Volume 3, Issue 11 February 2015 IIMP is at the Business International Case Competition, organized by the University of Belgrade, for the second year. The event gathers students from around the world. Caroline Berryman shares an article about sponsorships. Last year s winner is from the National University of Singapore. They were granted with CMMP Schol arship IIMP at the Business International Case Competition in Belgrade for the second year IIMP partners BBICC 2015 for the second year The IIMP partners (BBICC 2015), the global undergraduate business case competition that will be held in Belgrade, Serbia, from March 24 th to 29 th by the University of Belgrade. Read more page 3 The Role of Sponsorships as part of the Marketing Plan Sponsorships are growing as part of marketing and communication planning because they can help bring a brand personality to life, increase brand loyalty and advertising recall and showcase social responsibility. Read more page 6 Reading Suggestions: Books about the marketing world to keep you updated about the latest news and developments. Suggestions from Farhan Majeed, VP Marketing and Communications for Pakistan, IMMP Canada. Read more pages 7 A publication of leading and innovative information in the areas of marketing The highest standards of intellectual thought combined with practical relevance Provides robust & cutting edge marketing theory & practice Vital tool for the benefit of marketers worldwide EDITORIAL TEAM: Chuck M. Hermans: Senior Vice-President Global Marketing Sandra Pedro: Senior Public Relations

4 IIMP NEWSLETTER IIMP News / NOUVELLES Volume 3, issue 11 3 CMMP Collegiate Scholarship for winners IIMP partners with BICC for the second year University of Belgrade Students around the world meet at Belgrade, Servia, for one of the most competitive Case Competitions. The winning team will be granted with a CMMP collegiate Scholarship. The International Institute of Marketing Professionals (IIMP ) partners with Belgrade in the Business International Case Competition 2015 (BBICC 2015), the global undergraduate business case competition that will be held in Belgrade, Serbia, from March 24 th to 29 th, hosted by the University of Belgrade. For the second year, the winning team will be awarded with a collegiate scholarship to enter the Certified Marketing Management Professional program (CMMP ). This competition represents a unique opportunity for international business schools to participate in the first Southeastern Europe case study competition. Belgrade hosts 12 teams of undergraduate students from around the world that will compete to solve a real business case with innovative ideas. At last year s competition, the winning team was from the National University of Singapore. Second place went to Queensland University of Technology (USA) and third place was shared between University of Porto (Portugal) and University of Belgrade (Serbia). Nisar Butt, President and CEO of IIMP, said: Competitions like this allows marketing students to prepare for many of the obstacles that they will face in the real world. This partnership goes in that direction. IIMP supports these types of initiatives and is in Belgrade with BBICC, encouraging top talent! The winners of this challenging competition will be awarded with a scholarship to enter the Certified Marketing Management Professional program (CMMP ), which is another sign of its role in distinguishing marketing professionals worldwide." The CMMP designation is validation that a professional in the field of marketing has successfully demonstrated competency in the knowledge, skills and abilities required to practice marketing effectively in today s business arena. Candidates for the CMMP designation program are welcome to apply. Learn more about CMMP : About BBICC 2015: Belgrade Business International Case Competition 2015 (BBICC 2015) is a global undergraduate business case competition that will be held for the third time in Belgrade, the capital city of Serbia. As one of the top global business case competitions, BBICC provides a unique opportunity for international business schools. This year the goal is to remain the crossroad of diverse cultures, to create a positive learning environment and to provide all the participants with valuable knowledge. Nevertheless, fair play and a high level of professionalism will be maintained. We will bring 12 Universities from all over the world to solve a real business problem with innovative ideas and we will ensure that all participants receive relevant knowledge for their professional future. BBICC 2015 will take place during spring of 2015, from March 24th 29 th, Visit for more information

5 IIMP NEWSLETTER CMMP News / NOUVELLES Volume 3, issue 11 4 Alonso Terrones with CMMP Designation Alonso Terrones, CBCP, CMMP Regional Business Continuity Coordinator (Latin America) Aon plc Mexico City Area, Mexico "The CMMP handbook is an excellent resource with combined sources from outstanding authors and leaders in the Marketing industry. Each designation level allows you to keep track of your development and apply your knowledge. From a professional perspective, I am a Security Risk Management Consultant and receiving the CMMP designation gave me the recognition and the credibility of having a strong knowledge and understanding of my clients / audience Alonso Terrones is a skilled Security Risk Management professional with experience in the Financial and Professional Services sector, focusing on the implementation of and designing solutions and messages with outstanding accuracy. Applying Business Continuity, Crisis Management, Disaster Recovery and Risk Management to marketing to the risk industry increases the awareness of having a prevention increase organizational emergency preparedness and resilience. Alonso believes that culture across the company. integrity and quality of work while planning ahead and building long-term My certification was well received by my company as a continuous focus on relationships based on respect and trust to be his core values. increasing the client value we deliver and the continuous focus on learning." Do you have SMALL ARTICLES on campaigns, strategies, trends and other subjects that you would like to share with marketing community? This is YOUR SPACE to do it! Send them to and we take care of the rest. Avez-vos des ARTICLES sur campagnes, stratégies, tendances ou d autres thèmes? Voulez-vos les partagent? L ESPACE ICI C EST POUR VOS! Écrit un texte et envoies pour On fait le reste!!

7 IIMP NEWSLETTER Your space / le votre espace Volume 3, issue 11 6 Sponsorships The Role of Sponsorships as part of the Marketing Plan Caroline Berryman, CMMP Supervisor, Marketing & Communications Office of the Commissioner, Transportation Services The Regional Municipality of York Sponsorships are growing as part of marketing and communication planning because they can help bring a brand personality to life, increase purchase intent, influence behaviour, increase brand loyalty, reinforce or change an image, increase awareness and visibility, increase advertising recall and showcase social responsibility. They build product preference and a sustained relationship which translates into an increase in brand value. Sponsorships provide a consumer- centric experience. It is the customer relationship that we are buying with sponsorships and the ability to create a sustained relationship which leads to increasing brand value. Social media can extend the life of a sponsorship. They also provide lots of possible measurements of success. Sponsorship is relevant to many organizations where they don t have large media budgets and allows them to build relationships with stakeholders and align themselves with organizations that are relevant to them. For others, it is a way to let their customers know that they are concerned about a particular issue and their organization has a commitment to that cause. An example of this type of sponsorship is the CIBC (Canadian Imperial Bank of Commerce) Run for the Cure, an annual event to help increase awareness and funds for breast cancer in Canada. Organizations become an event sponsor because it aligns with business objectives (e.g. the environment) and target audience. Sponsorship events allow the organization to reach a target audience directly and cost-effectively. Often there is an opportunity to engage with customers at the event by setting up a display and distributing coupons or other information. This is much more cost-effective than placing ads in newspapers and magazines. It also offers the ability for organizations to develop a database with willing participants who want to sign up for newsletters or other offers. It is very common for sporting events to be sponsored and in Canada; it is primarily the banking industry that has cornered this market. An example of this is the BMO (Bank of Montreal) supporting soccer across Canada. The actual stadiums where sporting or other events take place are often now sponsored and the organization s name is the actual venue name, such as the Air Canada Centre in Toronto, Ontario. Sponsorships help increase the customer experience and it is this relationship that organizations are buying in an attempt to build product awareness and develop a sustained relationship with customers. It is important to look for ways to increase engagement such as using social media to extend the life of the sponsorship. There are some rules to follow when protecting an organization before entering into a sponsorship agreement including ensuring your brand is a good fit for the sponsorship, providing a meaningful experience for the customer and most importantly, an organization must monitor what customers are saying about them. Share your marketing knowledge with the marketing community around the world! Caroline Berryman a partagé son histoire avec toute la communauté du marketing. Fait comme elle et partagez votre histoire!

8 IIMP NEWSLETTER Reading Suggestions / suggestion de lecture Volume 3, issue 11 7 Ogilvy on Advertising by David Ogilvy (Author) This is the definitive guide to advertising from the most influential and successful adman of all time - David Ogilvy - who founded an agency which is now an international giant. From Farhan Majeed VP Marketing and Communications for Pakistan, IIMP Canada Reading list Secrets of Closing Sales by Charles B. Roth and Roy Alexander (Authors) The Experience Economy: Work is Theatre & Every Business is Stage by B. Joseph Pine Li and James H. Gilmore (Authors) The curtain is about to rise, say Pine & Gilmore, on the Experience Economy, a new economic era in which every business is a stage, and companies must design memorable events for which they charge admission. With The Experience Economy, Pine & Gilmore explore how successful companies using goods as props and services as the stage, create experiences that engage customers in an inherently personal way. Why We Buy: The Science of Shopping by Paco Underhill (Author) Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture--full of fresh observations and important lessons from the cutting edge of retail such as Internet behemoths Amazon and itunes as well as the globalization of retail in the world's emerging markets. Presenting to Win: The Art of Telling Your Story by Jerry Weissman (Author) In this fully updated edition, Jerry Weissman, the world s #1 presentation consultant, shows how to connect with even the toughest, most high-level audiences...and move them to action! He teaches presenters of all kinds how to dump those PowerPoint templates once and for all and tell compelling stories that focus on what s in it for the audience. Weissman s techniques have proven themselves with billions of dollars on the line. Thousands of his elite clients have already mastered them.

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